Senior marketers' insights into the challenges of social media implementation in large organisations: Assessing generic and electronic orientation models as potential solutions

Michael J Valos, Michael Jay Polonsky, Felix Tinoziva Mavondo, John E Lipscomb

Research output: Contribution to journalArticleResearchpeer-review

32 Citations (Scopus)


The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions. We aimed to reconcile theory with current practice by integrating the extant literature with data from three focus groups involving 27 senior marketing executives. The managerial discussions identified additional challenges to those previously discussed in the literature, which appear to result from SM s unique characteristics. These include: interactivity, the integration of communication into distribution channels, collaborative media and information collection. Using both broad orientation models (market orientation and entrepreneurial orientation) and a specific digital orientation (e-marketing orientation), guidelines and research propositions for effective implementation are put forward.
Original languageEnglish
Pages (from-to)713 - 746
Number of pages34
JournalJournal of Marketing Management
Issue number7-8
Publication statusPublished - 2015

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